Talk in Copenhagen in 2022 https://gotocph.com/2022/speakers/2261/fabio-pereira

1. PSYCHOLOGY
THE
FABIO PEREIRA
OF UX

2. Fabio Pereira
The Psychology of UX

6. 35 000

7. DIGITAL
DECISIONS

8. Image: https://autoescolasilva.com.br/wp/wp-content/uploads/2019/07/waze-google-maps-670x335.jpg

9. https://abcnews.go.com/blogs/headlines/2012/03/gps-tracking-disaster-japanese-tourists-drive-straight-into-the-paci
fi
c

10. 3 in 1
3 things in 1 minute

11. 3 in 1

12. 1. FIND SOMEONE YOU DO NOT KNOW
2. SAY HI, MY NAME IS…
3. ASK THEM: “WHAT IS YOUR DREAM?”

13. $59 $125
$125

14. $59 $125
$125
✅ THE MAJORITY
CHOSE THIS ONE
NOBODY
🚫

15. $59 $125
$125
$59 $125
✅ THE
MAJORITY
CHOSE
THIS ONE
1
2

16. $59 $125
$125
$59 $125
1
2

17. $59 $125
$125
DECOY

18. $59 $125
$125
A
-B B

19. Images courtesy of Shutterstock

20. Images courtesy of Shutterstock

21. 511
Images courtesy of Shutterstock

22. Images courtesy of Shutterstock
personalisation
I
D GITAL

24. a

28. 4%
99%
Denmark Austria

29. 4%
99%
DEFAULT
Images courtesy of Shutterstock
Denmark Austria

30. Images courtesy of Shutterstock
http://danariely.com/2008/05/05/3-main-lessons-of-psychology/

31. Images courtesy of Shutterstock
http://danariely.com/2008/05/05/3-main-lessons-of-psychology/

37. I do not to receive emails
What happens on
the DO NOTHING
situation?

38. Digital Defaults

39. Digital Defaults
Settings…

41. where to eat in copenhagen
91.5%
13.000.000 results (0.43 seconds)
#DigitalNudge

43. PSYCHOLOGY

44. PSYCHOLOGY
COGNITIVE
PSYCHOLOGY
DECISIONS &
PUBLIC CHOICE
BEHAVIORAL
ECONOMICS

45. COGNITIVE
PSYCHOLOGY
BOOKS

46. STEREOTYPING

57. are small and powerful
interventions in the
environments where we
make decisions
NUDGES

58. Images courtesy of Shutterstock
Nudge

64. “I see
dead
people”

65. “I see
biases”
#DigitalNudge

66. “I see
biases”
#DigitalNudge

69. UX DESIGN
THE POWER OF
DIGITAL
DECISION
ARCHITECTS

70. “A designer who doesn’t understand human
psychology is going to be no more
successful than an architect who doesn’t
understand physics.” Joe Leech
https://uxdesign.cc/the-psychology-of-ux-design-859439bc8a32

71. Amazon Patents
“Anticipatory” Shipping
To Start Sending Stuff Before You’ve Bought It
https://techcrunch.com/2014/01/18/amazon-pre-ships/

74. is one with the minimum
digital friction possible
SEAMLESS
EXPERIENCE

81. Smart Mirror
https://www.thoughtworks.com/clients/standardcharteredbank

83. EXPERIENCE

84. SPOILER
ALERT

92. #INFOBESITY

94. https://www.prnewswire.com/news-releases/nowatch-raises-8-7-million-series-a-round-led-by-angel-investor-chris-hall-301567867.html

95. nowatch.com